Aaron Woods, solutions architect, British Red Cross Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do. www.charitycomms.org.uk

1. Breaking down silos for
organisational good

2. Aaron Woods - Solutions Architect, BRC
Contents
- What is CRM?
- The British Red Cross CRM timeline
- How does CRM enter an organisation?
- Politics, who owns the data?
- Process change impact
- Benefits
- Red Cross examples per topic
- Group discussion on experience at different organisations

3. What is CRM?

4. What is CRM?
Massive Charity X
Using pan organisational knowledge, to drive pan
organisational processes, which maximises the return for
stakeholders.

5. The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014
Direct
Marketing
Trust
Fundraising
Major
Donors
Events
Corporate
Fundraising
Community
Fundraising
Legacy
Marketing
Legacy
Admin
ALMS

6. The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014
Direct
Marketing
Trust
Fundraising
Major
Donors
Events
Corporate
Fundraising
Community
Fundraising
Legacy
Marketing
Legacy
Admin
ASCENT
Fundraising
Strategy

7. The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014
Direct
Marketing
Trust
Fundraising
Major
Donors
Events
Corporate
Fundraising
Community
Fundraising
Legacy
Marketing
Legacy
Admin
ASCENT
Fundraising
Strategy
SSC
Comms
Retail
Volunteers
Finance
Integration

8. The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014

9. The British Red Cross CRM Timeline
2007 2009 2011 2012 2013 2014

10. How Does CRM Enter
Your Organisation?
- Bottom up technology obsolescence
- A patchwork quilt of communicators
- Top down strategy
- What happened at the Red Cross
- What has or is happening at your organisation?

11. Politics
Who Owns the Data?
- When the spreadsheet data comes out from under that rock
- Retreat and claim ownership
- Options for management:
- Keep the silos
- Create usage hierarchy nightmare machine
- Trust and monitor
• External facilitation
- What happened at the Red Cross
- What has or is happening at your organisation?

12. Process Change and Impact
- Classification, the source code backbone everyone has to sign up to
- More data entry, more organisational knowledge needed
- More time planning before contact
- Tighter financial processes
- Everyone can see what and how I’m doing
- The counts will change, questions will be asked
- Senior staff must own the benefits, not just sponsor a tech change
- What happened at the Red Cross
- What has or is happening at your organisation?

13. Benefits of a CRM Strategy
- Access to new people to market to
- Demonstrating how well you know your stakeholder, higher
ROI
- Knowing what to ask for and when
- Cross marketing opportunities
- Data driven insight driving the investment decisions
- Greater transparency
- What happened at the Red Cross
- What has or is happening at your organisation?

14. Thank You
Aaron Woods
awoods@redcross.org.uk

15. Visit the CharityComms website to view
slides from past events, see what
events we have coming up and to
check out what else we do.
www.charitycomms.org.uk

16. CRM for charity
communicators:
developing excellent customer
experience
Conference
2 December 2014
London
#charityCRM